Showmen's Trade Review (Jul-Sep 1942)

ScpfcJiihcr 26. 1942 SHOW M EN'S T R A \^ E R V I E \\ 7 Door-fo-Door Sales to Bolster Theatre Drive Industry Leaving No Stones Unturned to Put Final Figure Up to Treasury's Quota With eight days to go, the month's tabulation for September war bond sales was $515,420,000 as of Wednesday (23), and while the figure was such as to boost the needed daily quota for the final days of the drive to more than $30,000,000 per day, the WAC headquarters were still hopeful that the Treasury quota of $775,000,000 would be reached when the final count is in. Detailed reports of "Free Movie Day," conducted Tuesday by theatres all over the country were not available Wednesday night, but the Committee was convinced that the activity was an "outstanding success," and the boost to sales of bonds from this as well as other activities which will mark the final days of the drive have encouraged the hope that the billion dollar maturity value mark ($775,000,000 cash quota of the Treasury) will be reached. One plan which was immediately urged on every theatre manager and all members of his staff was to "hit the pavement" and on doorbellringing forays make personal sales of bonds. The quota set per manager was twenty $50 bonds. The resuhs. it was confidently expected, will go far to take a big slice oft" the $46,000,000 deficit standing Monday night, when the plan was evolved. Favor Personal Selling Plan The personal selling plan was particularly favored as a means for theatres which are not issuing agents for bonds to boost their quotas far up into the leading brackets on a comparative basis. The final outcome of the industry's efforts to reach its objective of the official Treasury quota for the month hinges on the consummation of sales to complete the pledges reported hv local committees in cities visited by the stars. The \\'AC reported that if any large amount of the reported pledges fell by the wayside, the c|uota will be missed by as much as $50.0 .;U.000 to $75,000,000. The vital importance of having pledges fulfilled and the money hastened through to the Federal Reserve centers, was the .subject of headquarters appeals to all 1 :cal chairmen in the star-tour cities and to state chairmen, urging them to check back on all pledges and make sure they are converted into cash-on-the-line sales. Free Movie Day Rated Big Success for Bonds Reports reaching the War Activities Committee indicate that the nation-wide "Free Movie Day" proved an outstandiiig success developing bond sales running into the millions. Pittsburgh reported enthusiastically. New York City, where more than 200 houses participated, did' a boom business in bonds. Detailed reports are not available from the field. It is estimated that the Loew Circuit sold a total of s,/// in war bonds on "Free Movie WAC Defines "War" R eleases The three different classes of short subjects dealing with the war that are now in release, are defined by Francis S. Harmon, co-ordinator of the WAC, in a letter to all committee members, as follows: 1. Victory Films, produced by government agencies or national philanthropies engaged in war work, and distributed gratis by the War Activities Committee, after approval by the Program Committee of the Theatres Division. These films, of which "The Battle of Midway" is the 42nd release, are exhibited pursuant to pledge signed by 15,669 theatres. (These films are listed in STR Short Subject Booking Guide under the heading of War Activities Committee Releases). 2. Regular commercial shorts made with or without government aid, but distributed commercially on a rental basis for profit. Such films dealing with patriotic themes have been an important part of each season's product for years. 3. The "America Speaks" Series of 26 short subjects. These films deal with subjects suggested by the Office of War Information. All profits above actual cash expenditures for production and print costs are being donated to various war aid organizations. Theatres Receive Call From Nelson to Aid National Scrap Drive; Campaign Under Way Day," is.suing 4600 free tickets. This is the largest day's sales excluding the opening day of the drive. Donald M. Nelson, Chairman of the WPB, is calling upon theatres, from the largest to the smallest, for "every possible cooperation" with the nation's steel and rubber scrap salvage collection drive. The exhibitors are addressed by the WPB head in a statement contained in a booklet being distributed by the War Activities Committee to all theatres in the country. The information on the scrap drive being distributed by the WAC gives details of the entire recommended procedure for collection at theatres and methods for speeding the salvage material to the steel and rubber mills. To aid the industry's participation in the drive, which is designed to collect 17,000,000 tons of iron scrap before Jan. 1, a special trailer is being prepared under the direction of Lowell ^Slellett, of the Bureau of Motion Pictures, who has assigned Sam Spewack to produce the film urging people to turn in their scrap at salvage depots. Salvage committees of voluntary workers have been set up in every state, and theatremen are urged to contact their state and local salvage organizations. Joseph Bernhard, chairman of the WAC Theatres Division, speaking of the call to cooperate in the salvage drive says "Our Govern 'V/cfory Hour^' Shows H. J. Griffith, head of the Griffith Circuit, Kansas City, believes the one-hour bond selling idea employed at some of the theatres in his chain, is more suitable to small communities than a complete bond premiere. The Griffith plan, which is called the "Victory Hour," calls for setting aside one hour, from 7 to 8 p.m. Sunday, during which time boxoffices are closed and admission is by bond purchases only. The Griffith Circuit is conducting Victory Hour celebrations next Sunday in Beloit, De Sota, Hiawatha, Independence, Junction City, Manhattan, Osage City, Osawatomie, Parsons, Paola, Fredonia, Kansas; Chillicothe, Fayette, Marceline, Pleasant Hill, Slater, Missouria, Nebraska City, Auburn, Nebraska. ment has called upon us in this hour of emergency. We must swing into action immediately. We cannot fail. The situation is serious. Your help is needed now." Bernhard's statement points out that the talents and experience of showmen in capturing the public interest can serve the cause as can no other group, and their organizing ability for publicity can be of tremendous help in the problem facing each community in making the salvage collections realize the goal that must be reached to supply the steel and rubber scrap that is vitally necessary to war production. $2,322,675 Bond Sale for Washington Premiere Washingtonians poured $2,322,675 into war bonds, almost twice the original goal, to witness the \^ictory \\''orld Premiere of "The War Against Mrs. Hadley" at Loew's Capitol Theatre, ^^"ednesday night. Every one of the theatre's 3434 seats was occupied for the premiere of the MGM picture. Members of the cabinet, congressional leaders, high ranking officers of the Services present at the premiere included Attorney General Biddle, Postmaster General Frank C. Walker, Donald Al. Nelson, Paul A^. McNutt, Senators Tom Connallv, Robert LaFollette, Albert Chandler, D. Worth Clark; British Field Marshall Sir John Dill, Admiral W. H. S. Blandy, General David AlcCoach, Assistant Secretary of the Navv Artemus Gates. lATSE Head Urges Bigger Bond Purchases In a wire sent to 800 locals of the T.ATSE, today, Richard F. Walsh, International President of the lATSE asks that all members buy and pay for as many bonds as they possibly can this month, so that the theatrical industry will receive due credit for the good work it is doing.